The ad for the moment

The ad for the moment / Compliance deadlines

A certification date comes into view

A plant on your list does defense work that touches controlled technical data, and CMMC, a cyber security certification, is being written into the contracts it holds.

This page shows what we would do about it for you in one week: the ad we would run, who sees it and who is kept out, and the email and the call that go to the same companies. Nothing runs until you have approved it.

The ad, and the email and the call the same week.

The same week the account enters the audience. The email goes first and the rep calls a day or two later. The ad is shown to the whole group and names no one. The email and the call go to one person at a time. They name the news, because it is public, and never the ad. Words in square brackets are filled in for each company before anything is sent.

Sample ad, written by WarmUp for a made-up company. It is not a client's ad.

The ad, shown to the whole audience

Where it runs
LinkedIn. A single image ad.
Headline
Where does controlled data hide in your quality files?
Text

CMMC is IT's work, but the data it protects often sits with quality: drawings, travelers, inspection reports. This list shows where it usually hides, so it can be found before the assessment. Open to read.

Picture

Described, not drawn: One page of the list on a desk, with a single line marked: Which drawings and inspection reports carry controlled data, and where are they kept? The client's logo small in a corner.

Button
Learn more
Goes to
The list on the client's own site, open to read, with an optional form for anyone who wants it as a working template.
Your yes Waits for: the ad, word for word with its picture, before it runs.

The email, first

Subject

Controlled data in the quality files

The whole email

CMMC is mostly IT's work, but the controlled drawings, travelers and inspection reports it covers often sit in quality's files. Finding them is usually the step that gets left late. Who at your plant is doing that?

Held to our own message rules: three sentences at most, a question, no link and no pitch.

The call, a day or two later

Made by a rep on our payroll, in your company’s name.

The first line

“Hi, it's [the rep] at [the client]. We make quality records software, so CMMC itself is IT's job, not ours. The piece that tends to land on quality is finding the controlled drawings and inspection reports sitting in quality's own files.”

The question after it

“Has anyone counted those yet, or is that still ahead?”

What our rep never does

Never mentions the ad, and never claims to know whether the plant is certified or on track.

Who sees the ad, and who is kept out.

Accounts on your list that hold defense work. Whether a plant is certified is mostly not public, so the list is not filtered on it until the plant says so.

Sees the ad

  • The IT or compliance lead, who owns the cyber work and the assessment.
  • The quality lead, whose files hold drawings, travelers and inspection reports that can carry controlled data.
  • The owner, who signs.

Kept out

  • Your customers. They hear from the person who looks after them, not from an ad aimed at strangers.
  • Accounts with an open deal. The rep who owns the deal decides what they see, so nothing lands in the middle of a negotiation.
  • Anyone who asked not to be contacted. A request to be left alone covers ads as well as email and calls.
  • Plants that have told you they are already certified. Telling a certified plant how to get certified wastes their attention and your budget.
Where the moment is seen
Public contract records show which accounts hold defense work, and they are matched to your list in your Clay workspace. When the requirement reaches a given plant, and whether it assesses itself or is assessed by an outside body, depends on its own contracts, so there is no single date for the whole list.
How long it lasts
While the plant is preparing for its assessment. An account leaves the audience when it tells the rep it has been assessed.
The examples
The examples are written for a made-up company that sells quality and compliance records software to manufacturers.

Why this ad, for this moment.

The assessment asks a plant to know where its controlled data is. The cyber work belongs to IT and its advisers, and the ad says so. What it adds is the part they often miss, the controlled drawings and reports already sitting in quality's files, which is where a quality records vendor has something true to say. Ads tied to a rule run short by design, so this one is judged on what it produces while it runs, not on how long it lasts.

What waits for your yes, and what you keep.

You approveYour yes

  • Every line about what the rule asks, checked by your own compliance lead before it is used.
  • The audience and the list of who is kept out, before it is uploaded.
  • The ad, word for word with its picture, before it runs.
  • The call script and the first email, before anyone is contacted.

You keep

  • The list of matched accounts and what each one has told the rep, in your Clay workspace.
  • The ad account, the audience and the log of what ran, in your name.
  • The list and the template, on your own site.
  • Every call note and outcome, written to your CRM with the signal attached.

The one number it is judged on.

Opportunities created in your CRM from the accounts in this audience.

What we watch on the way

  • Whether the compliance lead or the IT lead is the one who replies, so the next message is written for the right job.
  • Accounts that answer with a later date. They come back on the date they name, not before.
  • Replies that say an outside adviser owns it. Those plants may still need the quality files found, so the next message is for the quality lead.

When it changes

If the replies say the quality files are not the hard part, the angle changes. When a plant has been assessed, it leaves the audience.

Where it goes wrong, and the rule that stops it.

  • The ad, the call and the email explain the rule. None of them says a plant is behind, at risk or out of compliance.
  • Nothing says more about the rule than its published text supports, and the client's own compliance lead checks every line.
  • The ad never claims the client's product does the cyber work. It speaks only to the files quality already keeps.
  • LinkedIn will not run an ad to an audience below its minimum size. In a quiet month the ad runs to your wider list with the same angle, and only the call and the email are kept to the matched accounts.

What happens after the ad.

The email and the call above go out whether or not anyone responds to the ad. When someone does respond, a signal play picks it up. A signal play is our name for one thing a buyer does and the call we make on it, and each has its own page.

If someone responds
The signal play: A click on your ad, with the first line of that call.
Our services that run it
GTM engineering, then Paid media, then BDR
What it costs
Each service has its own published price. The ad spend is paid by you, straight to the platform, on top. See pricing
The market it is for
For SaaS selling to manufacturers, where this signal sits in a table with the others.

The other moments.

Have us run this for your market.

Tell us the moment that matters in your market. We write the ad, the email and the call for it, run them from ad and CRM accounts that belong to you, and nothing runs until you approve it.

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